Week 10

Research is crucial to the success of any PR campaign. The key point to remember is that research is conducted during three stages of the PR campaign. These stages include before, during and after the campaign, which affect the inputs, outputs, and outcomes of the campaigns respectively.
Research, albeit time-consuming, can greatly improve the effectiveness of a PR campaign. From the readings, I learnt that an organization can seek to obtain information through formal or informal research, using qualitative or quantitative methodologies. Examples of qualitative methodologies include in-depth interviews and focus groups while that of quantitative methodologies include surveys and content analysis. Each methodology has its own benefits. However, the choice of the research method will be determined by the availability of time, manpower and money.
I feel that for any research to be thorough and effective, both qualitative and quantitative research should be conducted. Quantitative research provides a more scientific and quantifiable evidence. However, qualitative research adds colour and depth to the research results. Additionally, qualitative research may provide the PR practitioner with ideas or suggestions that he or she has never thought of. However, the style of research adopted by the organization will eventually depend upon the system under which it operates, its environment and the requirements of the program being undertaken.